Last weekend, TAB became JAB in order to create awareness and encourage Aussies to get vaccinated so that Australians in lockdown can get back to the pubs, clubs, ‘locals’… and everything else that they love about the spring racing and sports season. The message was simple: Australia, Spring is here and it’s time to get back to what we love.

Australia, Spring is here and it’s time to get back to what we love. The racetrack, the local and your mates. Share this image, tag us and tell us why you’re getting the #JABForAustralia pic.twitter.com/QpA1mFugJV

— TAB (@tabcomau) September 2, 2021

This weekend, TAB extended its vaccination drive to JAB for your Local. The new message reminds Australians that getting vaccinated vaccine will get them back to “their local”. It’s no secret that venues right across Australia have been doing it tough, as the industry has been severely impacted by lockdown, so TAB’s latest work is an important show of support. Besides, getting back to their local with mates is an ardent wish for very, very many Aussies.

While the JAB rebrand was more of a mass message to Aussies, this week’s iteration is much more personal and focused squarely on venues. The press component captures the true stories from customers from NSW & VIC and what their local means to them, while the social and TV film evokes memories of time spent at the local and how getting the JAB is the ticket back to all the things Australians love about them.

TAB executive general manager – customer, product, & marketing, Luke Waldren, stated, “As a country, we’ve endured a really challenging period with multiple lockdowns. We know that Aussies are craving a day at the races, live sport and the opportunity to catch up with friends and family at their local. A big driver behind our purpose is to create opportunities for people to come together through play, we felt that we should use our voice to support the vaccination drive and in turn help Aussies get back to what they love sooner. Whilst also supporting our venues and the thousands of Aussies that make a living through them.”

“TAB to JAB is more than just a cute name change, it’s a big brand doing its bit to raise further awareness of vaccine importance and accelerate vax uptake so we can get the doors of our locals open again. So publicans can make ends meet, staff get paid and we can breathe some life back into one of the great connection points of Australian society. The response has been overwhelmingly positive and I really hope it makes a difference in reaching that magic 80% number more quickly,” noted Cam Blackley, chief creative officer at M&C Saatchi Group AUNZ

TAB has also launched a social media campaign, #JABForAustralia, asking Australians to share the JAB logo and explain why they’re getting vaccinated and donating funds to support local venues.

Credits

Agency: M&C Saatchi
Chief Creative Officer: Cam Blackley
Creative Director: Chris Cheeseman
Creatives: Chris Cheeseman, Cam Blackley, Paul Bruce & Jack Emery
Head of Strategy: Nick Jacobs
Social Strategist: Clement Simon
Head of Sponsorship: Richie Butterworth
Group Head: Emma McJury
Account Director: Joshua Johns
Head of TV Production: Loren August

Client: TAB
Executive General Manager – Customer, Product, Marketing & VIP: Luke Waldren
General Manager – Brand, Marketing & Content: Kent Madders
General Manager – Media, Sponsorships & Sky Thoroughbred Central: John Vellis
Head of Marketing – Brand & Campaigns: Luke Feddema
Marketing Manager – Brand & Campaign: Will Evans
Marketing Executive – Brand & Campaigns: Edward Kier
Senior Manager – PR & Social: Michael Wall
PR & Social Media Executive: Eden Richards
PR & Media Managers: Rohan Welsh, Brad Bishop & Andrew Georgiou

Media: OMD

Production Company:13CO
Director: Patrick Fileti
Producer: Charity Downing
Executive Producer: Roy De Giorgio
DOP: Kieran Fowler
Editor: Patrick Fileti
Colourist: Fergus Rotherham
Post Production: White Chocolate
Composer: Daniel McCormick
Sound Studio: Rumble